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- W4220978661 abstract "This study examines the displacement-reinforcement effects of social media. In referring to research framework of the satisfaction-attitudes-loyalty (SAL) chain, our model is centred on social media users, and tests the causal relationships among three principal variables associated with Facebook (FB) and YouTube (YT) and three associated with FB and Instagram (IG). The surveys were conducted at three large universities in Taiwan and included 392 and 203 valid responses from Millennial undergraduate students and older staff (excluding faculty members), respectively. While our data fit the research model and supported our hypotheses regarding the SAL core model, the hypotheses representing the effects of displacement (or reinforcement) among social media platforms were not supported for the young generation. The results demonstrated that, although IG and YT provide some unique features, they have not displaced FB nor they have become a complementary medium to FB. As for the staff group, the displacement effects between FB and YT as well as between FB and IG were identified, indicating that YT and IG may be adopted as a substitute. In the absence of reinforcement effects, neither YT nor IG was a complementary medium despite users’ favourable attitudes towards and frequent use of them. The research limitations and future research directions were also discussed." @default.
- W4220978661 created "2022-04-03" @default.
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- W4220978661 date "2022-03-16" @default.
- W4220978661 modified "2023-10-12" @default.
- W4220978661 title "New social media and the displacement effect: University student and staff inter-generational differences in Taiwan" @default.
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- W4220978661 doi "https://doi.org/10.1080/23311886.2022.2042113" @default.
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